#Behavior

Most of us move through the day on autopilot, not because we lack free will but because a large portion of our actions are driven by habits. Recent conversations in science, public health, and education emphasize that this is not a flaw in our thinking system; it’s a natural feature of how the brain operates. Habits free mental energy for more complex tasks, help us stay consistent, and can be powerful allies in pursuing healthier lives and better learning outcomes—if we design our environments and routines with that in mind.

A wave of recent research is challenging long-held beliefs about Attention Deficit Hyperactivity Disorder (ADHD), questioning whether the condition is truly a lifelong, biologically fixed disorder and whether the medical model that has dominated diagnosis and treatment actually serves those affected. With global ADHD diagnosis rates soaring and stimulant prescriptions at record levels—mirrored by rising numbers in Thailand—the debate over what ADHD is and how best to help children and adults affected is more urgent than ever. These new perspectives could have a profound impact not only on clinical practice in the West but on the evolving approach to ADHD in Thailand, where both awareness and skepticism about the condition are growing rapidly.

Availability bias shapes everyday decisions in Thailand, from schooling choices to health care and commuting during the rainy season. People tend to rely on information that is easiest to recall rather than the most relevant data. This mental shortcut, also known as the availability heuristic, influences judgment in subtle and powerful ways.

When Thai news repeatedly highlights certain events, like dengue outbreaks, parents may overestimate their child’s risk even if local numbers show a lower incidence. Such shortcuts help in routine tasks but can produce systematic errors in judgment.

Every day, people in Thailand—like in many countries—make decisions, big and small, often based on the information that comes most readily to mind. Whether it’s choosing a school, selecting healthcare options, or even deciding which road to take during rainy season, human judgment is rarely as objective as we might assume. One powerful but often unnoticed force at play is “availability bias,” a psychological phenomenon that shapes thinking and behavior based on the information most easily recalled, rather than all relevant facts [Simply Psychology], [Encyclopedia Britannica].

A new beverage category has surged into markets worldwide: prebiotic gut sodas. Bright packaging and simple flavors like Cherry Cola and Crisp Apple have grabbed attention, presenting a healthier twist on traditional sodas while claiming gut benefits. This trend mirrors a broader push in food and beverage toward accessibility-friendly health improvements in everyday products.

In the United States, gut soda sales are booming. Brands such as Olipop and Poppi reportedly reached hundreds of millions in revenue within a year, drawing interest from major players. Coca-Cola projects billions in sales from prebiotic offerings by the end of the decade, while PepsiCo’s acquisition of Poppi signals a strategic pivot toward healthier options. These shifts suggest a growing appetite for wellness-forward choices in mainstream markets.